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GIÁO TRÌNH MARKETING NGHIÊN CỨU - PHẦN 2

Tham khảo tài liệu 'giáo trình marketing nghiên cứu - phần 2', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | The Marketing Research Process The Marketing Research Process: 11 Steps Step One: Establishing the Need for Marketing Research Step Two: Defining the Problem Step Three: Establishing Research Objectives Step Four: Determining Research Design Step Five: Identifying Information Types and Sources Step Six: Determining Methods of Accessing Data Ch 2 The Marketing Research Process: 11 Steps Step Seven: Designing Data Collection Forms Step Eight: Determining Sample Plan and Size Step Nine: Collecting Data Step Ten: Analyzing Data Step Eleven: Preparing and Presenting the Final Report Ch 2 The Marketing Research Process: 11 Steps Ch 2 Steps in the Marketing Research Process Steps 1 Establish Need 2 Define Problem 3 Research Objectives 4 Determine Design 5 Identify Information Sources 6 Decide Data Collection Method 7 Design Questionnaire 8 Determine Sample Plan & Size 9 Collect Data 10 Analyze Data 11 Write and Present Report Figure out what to research (Chapters 2 & 4) . | The Marketing Research Process The Marketing Research Process: 11 Steps Step One: Establishing the Need for Marketing Research Step Two: Defining the Problem Step Three: Establishing Research Objectives Step Four: Determining Research Design Step Five: Identifying Information Types and Sources Step Six: Determining Methods of Accessing Data Ch 2 The Marketing Research Process: 11 Steps Step Seven: Designing Data Collection Forms Step Eight: Determining Sample Plan and Size Step Nine: Collecting Data Step Ten: Analyzing Data Step Eleven: Preparing and Presenting the Final Report Ch 2 The Marketing Research Process: 11 Steps Ch 2 Steps in the Marketing Research Process Steps 1 Establish Need 2 Define Problem 3 Research Objectives 4 Determine Design 5 Identify Information Sources 6 Decide Data Collection Method 7 Design Questionnaire 8 Determine Sample Plan & Size 9 Collect Data 10 Analyze Data 11 Write and Present Report Figure out what to research (Chapters 2 & 4) Design the way to do the research (Chapters 5-13) Gather data from respondents (Chapter 14) Generate findings and interpret them (Chapters 15-20) Ch 2 The Marketing Research Process An 11-step process: there is nothing Not all studies use all 11 steps Few studies follow the steps in order magic about 11 steps Ch 2 Step 1: Establish the Need for Marketing Research Is there a real need for marketing research? Research takes time and costs money. Marketing research is not always needed. Ch 2 Step 1: Establish the Need for Marketing Research When is marketing research not needed? The information is already available. Decisions must be made now. We can’t afford research. Costs outweigh the value of marketing research. Ch 2 Step 2: Define the Problem This is the most important of the 11 steps. If the problem is incorrectly defined, all else is wasted effort. Problems may be either specific or general. Ch 2 Step 2: Define the Problem Problems stem from gaps between what is .